执政党的媒介形象,是它在大众传媒上形成并传播的形象,又会经公众口耳相传的方式再行传播,故能产生广泛持久的影响,具体可分为理念形象,实事形象,机构形象,人员形象等四种类型。执政党使用所掌握的传播工具展现自己的媒介形象,并非易事,要获得预期的良好效果更是有着相当大的难度,涉及特定主体,大众传媒和社会公众等三个方面的因素。 The ruling party’s media image is an image it forms and disseminates in the mass media and will be propagated through the public through word of mouth. Therefore, the ruling party’s media image can have a broad and lasting impact, which can be divided into the concept image, the image of reality, the organization Image, image of the staff four types. It is not easy for the ruling party to use the means of communication it possesses to present its own media image. It is quite difficult for the ruling party to obtain the expected good results and involve three major factors: the specific subject, the mass media and the public.